46 ❙ PoultryInternational
6 PROCESSED CHICKEN MARKETING STRATEGIES TO BOOST SALES
benefits of poultry meat consumption, but in some markets,
campaigns need to be made permanent, not only emphasizing
the meat's nutritional value but also its safety profile.
Running such campaigns across large audience media
channels, and perhaps with a focus toward women, who
tend to be the decision-makers where food purchases are
concerned, may help to dispel these myths and lift poultry
meat sales to newly educated consumers.
4
Celebrity endorsement
Celebrity endorsement has been used for everything
from watches to cars, but has rarely been employed in the
poultry industry. Celebrities have large followings and their
followers listen to what they have to say.
An option may be to select a celebrity on a country-bycountry basis, or to choose someone with a global reputation, perhaps from the fields of sport or science. National
and international poultry associations would be well-placed
to select a celebrity and to take responsibility for any largescale campaigns involving celebrity endorsement.
5
Product engagement
Poultry companies could do more to create strong
links with consumers through greater engagement, not only
strengthening existing relationships but attracting new consumers. Slogans have been used with a great degree of success in the automobile industry, and emotionally engaging
messages could be similarly applied to the poultry industry.
There is no reason why the chilled or frozen cabinets of
supermarkets and other outlets that sell poultry meat could
not be adorned with slogans along the line of, "Try me for
an unforgettable taste experience."
6
Target niche groups
As well as marketing to the mass market, poultry
companies would do well to consider niche groups, and
www.WATTAgNet.com ❙ June 2017